New Balance is significantly expanding its footprint in the MENA region, driven by a commitment to innovation, community engagement, and strategic partnerships. Here’s how the brand is leveraging growth to enhance its presence and impact.
In an exclusive interview with Finance World Magazine Stuart Henwood and Dave Wheeler shared insights about the recent expansion of New Balance in the MENA region.
Stuart Henwood, General Manager, New Balance MENA
1. What drove the decision to expand in Dubai and Abu Dhabi, and how does New Balance intend to leverage this growth?
MENA is a hugely exciting and diverse market that is increasingly setting cultural trends on a global level. New Balance’s expansion across the region reflects our global growth story, our success in the region and the potential we are seeing from this market, with 20 Mono branded stores already operational and plans for further expansion to take this to 50+ in coming 24 months.
Since establishing our New Balance MENA subsidiary in Dubai in July 2019, we’ve seen strong growth and have opened, owned & operated stores in Dubai and Abu Dhabi, with plans to launch two more across the UAE this year. Our network of partner stores also continues to expand across Kuwait, Qatar, Egypt, and Morocco, reflecting our commitment to engaging with diverse communities across the region. With the region now becoming a true trading hub, it has enabled us to expand into Africa and service this region which represents a key opportunity
Our new Uncommon Common (UCC) retail concepts, for example, at Yas Mall and Dubai Hills Mall are thoughtfully and innovatively designed to blend shopping with shared experiences, encouraging people to come together, celebrate movement, and forge connections in a community environment.
Partnerships also play a vital role in building New Balance’s presence, deepening relationships with customers, and driving growth in key markets. One of many notable partnerships is with Amy Roko, who resonates with New Balance’s values of fearless independence and authentic self-expression. On the performance side, our work with key sports marketing assets such as Al Sadd, Up and Running, Ultimate Athletics and New Balance Run Club (NBRC) have helped put the brand on the map by engaging in a way that highlights the authenticity of the movement space.
2. With the recent partnership with Aspire Academy, how does New Balance MENA plan to leverage this collaboration to strengthen its brand presence?
Our partnership with Aspire Academy in Qatar is closely aligned with our brand purpose around creating positive change within communities, as well as our philosophy of engaging with young athletes and passionate talent at grass roots level. Establishing that connection with young talent and delivering with innovation is at the core to the New Balance global story. A prime example is our partnership with tennis superstar, Coco Gauff, who was only 14 when she turned pro and joined the New Balance family.
Aspire and New Balance share a dedication to running & performance as well as a shared dedication to promoting health and wellness. Together we will be working to curate inclusive sporting initiatives that inspire and educate communities whilst providing best in class footwear and apparel to the academies.
The partnership also provides New Balance and Aspire with opportunities to craft unique experiences and deepen our brand resonance in the region, solidifying our position as a leading athletic footwear and apparel brand.
Dave Wheeler, CEO, New Balance
1. How is New Balance leveraging its global expansion to foster innovation and community engagement, particularly in the MENA region?
MENA is a very important region for us, allowing us to grow our market presence and engage in community support.
Recognizing the MENA region’s unique blend of vibrant cultures and rapid technological adoption is aligned with our focus on adopting cutting-edge technology in everything we do: from our Sports Research Lab, to our manufacturing innovation, to creating sustainable fabrics — all to create the best athletic footwear and apparel in the world.
We are passionate about community engagement in the MENA region as we continue to invest in community-led initiatives that focus on equity and access. These investments support a variety of educational and sports-based programs that benefit local communities and align with global trends and needs.
Our projects in MENA are in line with our global environmental goals as we push towards sourcing renewable electricity and achieving zero waste to landfill from our operations – with protecting our environment at the forefront.
2. In the face of rapid global expansion, how does New Balance maintain its brand identity and product quality while adapting to diverse market needs?
Maintaining our brand identity and the quality of our products across all markets is crucial. At New Balance, we blend our heritage of craftsmanship with cutting-edge technology, like those from our Sports Research Lab and sustainable manufacturing processes. 2024 will continue to be a year of growth for New Balance with an emphasis on expanding our global retailer footprint, continuing responsible leadership, and increasing our focus on renewable energy.
We’re proud to be the only major company to make or assemble more than 4 million pairs of athletic footwear per year in the USA. Where the domestic value is at least 70%, we label our shoes Made in the USA. Designed without compromise and constructed with authentic American craftsmanship for over 75 years, the MADE in USA mark is the symbol of our very best. We’re also proud to produce outstanding footwear within our own MADE factory in the UK. Craftsmanship, fit, performance and comfort all define our premium footwear.
Performance category success has been led by new technology coming out of our Sports Research Lab, including the Fresh Foam platform found in the Fresh Foam 1080V13, the FuelCell platform and Energy Arc technology. Running is at the core of the New Balance brand; it is what the company was founded upon in 1906.
Personally, I am excited about our approach to reimagining athletic footwear with technology and exploring how we can innovate with machine learning and artificial intelligence across design, development, the factory floor, and throughout our value chain.
We also keep our communities at the core of everything we do. That’s why no matter how fast we’ve expanded across the globe, we’ve ramped up our charitable giving right along with it. In fact, we doubled our international giving last year, focusing on innovative educational and sports-based programs. That brings our total investments in community-led organizations and initiatives worldwide to $140 million (USD) in the past four decades. We’re always looking at how we can expand the good we do.
3. What are the latest initiatives and technologies New Balance is adopting to stay competitive in the athletic footwear and apparel industry?
Staying competitive for us means staying ahead technologically and ethically. We focus on new technology through every aspect of our operation—from product design to sustainable practices in manufacturing. This year, we launched the ‘Reconsidered’ resale program within the US, and we’re collaborating with partners like Archive and Tersus Solutions to reduce waste in the process.
In the spirit of Fearlessly Independent, we will continue to push the boundaries of technological innovation while striving to be the most boutique sports marketing brand in the world, featuring ~600 athletes, teams and ambassadors across World Football, Basketball, Track & Field, Baseball, Tennis, Cricket, Softball and Entertainment.
Stay tuned for our upcoming articles delving into qualifying and excluded activities in more detail.
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